|Brand||TRANSPORT ACCIDENT COMMISSION|
|Product / Service||ROAD SAFETY|
|Category||A06. Use of Special Events And Stunt/Live Advertising|
|Entrant||GREY MELBOURNE, AUSTRALIA|
|Entrant Company||GREY MELBOURNE, AUSTRALIA|
|Advertising Agency||GREY MELBOURNE, AUSTRALIA|
|Production Company||GRAFFITI Melbourne, AUSTRALIA|
|Michael Knox||Grey Melbourne||Executive Creative Director|
|Rohan Cooke||Grey Melbourne||Creative|
|Laura Petruccelli||Grey Melbourne||Creative|
|Jodi Gubana||Grey Melbourne||Account Director|
|Randal Glennon||Grey Melbourne||General Manager|
|Red Exhibitions||Additional company|
Photos and messages from the installation were shared online to accumulate a total reach of 1.1 million people, spreading the message of safe driving on Facebook, Twitter, Instagram and creativity blogs. Traditional media that covered the installation gave the campaign an additional reach of 2.4 million. At the end of December, Victoria had it’s lowest road toll in 90 years.
The live exhibition was broadcasted on national news stations, as well as radio. Several stories behind each of the gifts were published in the press, interviewing the family and friends of those who lost their lives in previous years. The physical installation encouraged people to share the story online via Instagram, Facebook and Twitter, under the #ungivengifts hashtag. These images would later find their way onto hundreds of online blogs, continuing to spread the message of safe driving throughout the holiday season.
Christmas is the most dangerous time on Victorian roads. By the end of November 2013, 212 people had already lost their lives. We needed to remind Victorians to drive safely during the Christmas period. We created an installation of all the gifts that would not be given to those who had already lost their lives on Victoria’s roads. Behind each gift was a story of a life lost. People left written tributes at the installation, and thousands of messages encouraging one another to drive safely were shared online.